{"id":235,"date":"2014-04-17T08:29:37","date_gmt":"2014-04-17T08:29:37","guid":{"rendered":"http:\/\/blogs2.abo.fi\/hrm2014\/?p=235"},"modified":"2014-04-22T10:28:48","modified_gmt":"2014-04-22T10:28:48","slug":"en-ny-roll-for-hr-branding","status":"publish","type":"post","link":"https:\/\/blogs2.abo.fi\/hrm2014\/2014\/04\/17\/en-ny-roll-for-hr-branding\/","title":{"rendered":"En ny roll f\u00f6r HR: Branding"},"content":{"rendered":"<p>Enligt Ph.D. Gary Billings i artikeln &#8221;A New Role For HR: Support Your Company&#8217;s Brand&#8221;\u00a0kan ordet <em>brand <\/em>definieras som ett l\u00f6fte; ett l\u00f6fte som garanterar kunden en viss niv\u00e5 p\u00e5 service och kvalitet. Man kan t\u00e4nka sig att brandet \u00e4r en \u00f6verenskommelse mellan f\u00f6retaget och dess kunder: \u00f6verenskommelsen garanterar att kunden f\u00e5r vad den beg\u00e4r. Om brand l\u00f6ftet inte h\u00e5lls s\u00e5 best\u00e4mmer sig kunden troligen att handla n\u00e5gon annanstans. Exempel p\u00e5 brands:<\/p>\n<p>FedEx &#8211; Don&#8217;t worry, there&#8217;s FedEx<br \/>\nMasterCard &#8211; There are some things money can&#8217;t buy<br \/>\nXerox &#8211; Break Out<\/p>\n<p>Vad har d\u00e5 branding att g\u00f6ra med HRM? Enligt Billings skall Human Resources jobba f\u00f6r att f\u00f6ra samman brand l\u00f6ftet med medarbetarnas beteende. B\u00e5de mindre och st\u00f6rre handlingar fr\u00e5n medarbetarna borde hamna p\u00e5 samma linje med f\u00f6retagets brand strategi.\u00a0F\u00f6rsta som man skall g\u00f6ra f\u00f6r att implementera detta \u00e4r att l\u00e4ra k\u00e4nna till f\u00f6retagets nuvarande brand strategi och marknadsf\u00f6ring av brandet. F\u00f6r det andra borde HR g\u00f6ra brand strategin en av st\u00f6ttepelarna i HR strategin: man skall omvandla brand l\u00f6ftet till \u201dbrand beteenden\u201d. Det skall finnas utvecklingsprogram och f\u00f6rm\u00e5ner som f\u00f6rst\u00e4rker och fr\u00e4mjar detta beteende. Strategin borde inkludera alla i organisationen och inte bara de som ansvarar f\u00f6r kundbetj\u00e4ning. Resultat: ett brand kultur som kretsar kring att leverera brand l\u00f6ftet till kunderna.<\/p>\n<p>I artikeln p\u00e5pekas att man lyckats skapa ett brand kultur d\u00e5 alla i organisationen t\u00e4nker och handlar enligt id\u00e9en \u201dJag \u00e4r detta brand\u201d. Har ni \u00e5sikter om detta? \u00c4r detta en sj\u00e4lvklarhet och borde HR jobba f\u00f6r att skapa brand beteenden?<\/p>\n<p>Artikeln: http:\/\/humanresources.about.com\/cs\/strategichr\/a\/brandsupport.htm<\/p>\n<p>\/Eve, Grupp 10<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Enligt Ph.D. Gary Billings i artikeln &#8221;A New Role For HR: Support Your Company&#8217;s Brand&#8221;\u00a0kan ordet brand definieras som ett l\u00f6fte; ett l\u00f6fte som garanterar kunden en viss niv\u00e5 p\u00e5 service och kvalitet. Man kan t\u00e4nka sig att brandet \u00e4r &hellip; <a href=\"https:\/\/blogs2.abo.fi\/hrm2014\/2014\/04\/17\/en-ny-roll-for-hr-branding\/\">Forts\u00e4tt l\u00e4sa <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":41,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21,18],"tags":[32],"class_list":["post-235","post","type-post","status-publish","format-standard","hentry","category-branding","category-hr-strategi","tag-gr-10"],"_links":{"self":[{"href":"https:\/\/blogs2.abo.fi\/hrm2014\/wp-json\/wp\/v2\/posts\/235","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs2.abo.fi\/hrm2014\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs2.abo.fi\/hrm2014\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs2.abo.fi\/hrm2014\/wp-json\/wp\/v2\/users\/41"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs2.abo.fi\/hrm2014\/wp-json\/wp\/v2\/comments?post=235"}],"version-history":[{"count":1,"href":"https:\/\/blogs2.abo.fi\/hrm2014\/wp-json\/wp\/v2\/posts\/235\/revisions"}],"predecessor-version":[{"id":236,"href":"https:\/\/blogs2.abo.fi\/hrm2014\/wp-json\/wp\/v2\/posts\/235\/revisions\/236"}],"wp:attachment":[{"href":"https:\/\/blogs2.abo.fi\/hrm2014\/wp-json\/wp\/v2\/media?parent=235"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs2.abo.fi\/hrm2014\/wp-json\/wp\/v2\/categories?post=235"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs2.abo.fi\/hrm2014\/wp-json\/wp\/v2\/tags?post=235"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}